Customer / ICP

Why AI systems cite some SMB-to-enterprise stories and ignore others

AI systems rarely cite customer case studies that only live on the vendor's own site. Citation comes from independent corroboration, not content quality - here's what to do about it.

The Value of Positioning Statements for an Evolving Product

B2B marketing strategy for scaling companies: the Marketing Pyramid

How to choose a B2B marketing strategy for scaling companies without infinite budget: the Marketing Pyramid framework for prioritising events, paid, search, ABM, and content.

Trying out ChatGPT

ChatGPT's answers are rarely wrong. But for content creators, 'not wrong' is a long way from insightful, which is the actual problem.

Scaling from SMBs to the Enterprise - a 10-Point Plan

The challenges of scaling B2B marketing past Series B: a 10-point checklist drawn from five years doing it at Redgate.

Under-promise, Over-deliver for product-led growth

Creating a marketing strategy plan

There are two times when you don't need to worry about Customer Success. And neither apply to you

Finding Balance in Marketing Strategy

Review: "Subscribed"​ by Tien Tzuo

Measuring Outbound vs. "Always-on" Marketing Performance

Your Customers Pay Your Salary (not your Employer)

You're applying Marketing Theory, But You Don't Even Know It

Your Primary Job as a Marketing Leader is to Prioritise

Write Content That People Actually Want to Read

Measuring Customer Experience

People. Customers. Action.

Great Customer Service - Detail, Memory and Management

Increase Your Net Promoter Score to Decrease Marketing Spend

Keeping an Eye on The Competition

Xbox One vs. PS4 - How Marketing can Drive Development

Working on the Coalface

Five Tips for Implementing Marketing Analytics

New Year, New Markets, New Products

Lean Personas - How to Make Personas More Useful